Though this seems to be true on the very first thought. Things such as gaining attention in the digital world and the crowded space of creative minds, a great copy is often ignored. The core where copywriting lies is in the need for storytelling. Humans have always been into storytelling and have invented different arts of storytelling.

​ Moreover, the very first copywriters noted in history wrote it with the intent of telling a story. Claude Hopkins applied consumer behaviour for use in promotional materials. The other major example is Bruce Barton who wrote for the 1919 ad by telling a story of two American Civil War soldiers reuniting. Even famous writers such as F. Scott Fitzgerald accepted the job as a writer of streetcar sign slogans before authoring his book.

The copywriting is called an art for a reason. There are situations when the copies written seems inessential in the glamour of the graphic superiority of an ad. But the copywriting is as much a textual representation of `advertising ideas as it is about storytelling, which eventually increases the viability of an ad.

The best examples of copies written are also turned out to be the campaigns: -

1. Todo Nahi Jodo: - The campaign by Fevikwik defined how the right timing is utilised and knowing the general perspective. It was launched during the Indo-Pak world cup matches making it more exciting and attention-grabbing. The copy written in the ad is one brilliant piece of work

2. Jaago re: - This campaign was one of the strongest awareness and socially impactful ad campaign in recent times. It showcases how the simplest of the phrases become the one with the highest recall value. The credit goes to all the creative people associated but the copywriters of the script and the title are to be given special appraisal.

​Since we have seen the best of copies and the campaigns, we are now discussing more roles a copywriter can play.

They play multiple roles such as:

Inventing names of the products write slogans and related marketing material content and promotional entities. For example- The brochures, booklet, pamphlets etc...

One major aspect of a copywriter is that of convincing the client of the ideas. This is done by writing the advertising themes and drafting the idea briefing. This is a very crucial part in advertising where both the copywriter as well as the client remains clear about any future campaign or the ad.

Copywriter also refines the already existing material of any organization; it happens that earlier written corporate or ad materials don’t align with the brand language and the copywriter has to look into it. Many times she has to edit or rewrite the existing and submit it for further approval.

Though the aforementioned roles are more of a thinking process, the copywriter also has to be strategic when the need arises. She has to review the advertising trends, go through the consumer surveys and data regarding marketing. This is because it gives a holistic perception of the brand she writes for, as well as the current market status and its perception.

Last but not the least she has to work on the advertising campaigns with an advertising agency’s creative director and art director to get the best out of the ad to be advertised.

First of all, the mission statement of the brand is the prerequisite to write the copy. It defines how the brand can move forward and how many aspects it can cater to. Development of brand's viewpoint and its ideology and building the narrative is what makes the work easy.

​A copywriter becomes a brand’s narrator; the products are the events which happen in a brand’s life. Eventually, the narrator is the one who showcases and connects all the dots resultantly presenting a brand story.

Major work is around thinking a brand as a whole person. It has a story and the person writing it, should build a connection to it.

​ The connection you establish leads you to write emotionally as well as professionally. Always have the options and parallel narratives. This leads the copywriter in the direction which is more aligned with the needs of the client.

This is one of the most important factors of the art of copywriting. The copywriter must get out of the role she is already in and must think like a part of the target audience. This can be done by better research about the consumers and by knowing their lifestyle. The lifestyle is important so as to know the cause and effects' factor for the target audience. How they decide to buy a product and what influences them the most. This is all done with the help of seeing the outer perspective.

Conclusively, the copywriter is the combination of both a strategist and the creative mind of a storyteller. A fine balance is what creates a good narrator. The observer part of the copywriter makes her the person more connected to recent times and the people.

​These points combined eventually helps a copywriter to build a strong narrative and greater stories.